How to turn a local beer into a global brand

When South African drinks giant SABMiller bought a little-known Italian brewery, Peroni, we were tasked with giving a local beer a global makeover.

We immersed ourselves in all things Italian from Dante to the Sopranos and identified the values and qualities that make Italy loved around the world. The result was a series of campaigns that channelled Italy’s associations with style, fashion, beauty and “dolce vita” coolness.

We helped moved Peroni Nastro Azzurro from Pizza to Prada and saw it flourish in 20 global markets as a result.